The market value of the Europe wild rice market is estimated to be about USD 95.4 million by 2025. The market will have grown further, with an estimate of USD 193.4 million, by 2035. The market is expected to grow at a CAGR of 7.3% over the period from 2025 to 2035. With the changing consumer preferences, the demand for healthier and sustainable food options, such as wild rice, is increasing.
Health-conscious consumers are giving preference to nutrient-rich, low-fat, and high-protein food products. The interest in plant-based diets, gluten-free options, and sustainability is increasing the demand for wild rice.
The manufacturer meets the demand by offering a range of products, including organic, non-GMO, and ethically sourced wild rice. The top players in the market of European wild rice have emphasized sustainability, innovation, and product differentiation. Companies are now increasingly using e-commerce platforms and online marketing channels to reach customers.
| Attributes | Description |
|---|---|
| Estimated Europe Wild Rice Industry Size (2025E) | USD 95.4 Million |
| Projected Europe Wild Rice Industry Value (2035F) | USD 193.4 Million |
| Value-based CAGR (2025 to 2035) | 7.3% |
The Europe wild rice is set for slow and steady growth with rising healthy consumption, particularly sustainable organic food demand. Catch up, there are many manufacturers bringing in novel products and going for the sustainable and environmentally-friendly packaging of food.
Convenient and Ready-to-Eat Foods in Demand
Easy-to-prepare wild rice ready-to-eat products are in increasing demand in Europe. Consumers are leading busier lifestyles, and high demands are being set concerning the need to have fast, healthy, and simple meals with less time spent in preparation. Riso Gallo S.p.A. has recently responded by offering a range of ready-to-eat wild rice products.
Those products are addressing time-constrained consumers but are also responding to the healthy-eating trend. There's high demand both online and at the supermarkets for the wild rice mix, ready-to-eat wild rice mixed with nutritious grains like quinoa and brown rice. The demand is bound to grow because, until this date, consumers consider health to be the equal of convenience when it comes to buying food.
Sustainability and Ethical Sourcing Driving Consumer Preferences
Sustainability is no longer a trend but the driving force behind the European wild rice market. Consumers are getting more conscious about products that are ethically sourced, organic, and have a minimal environmental footprint. For instance, Tilda Ltd. has taken up sustainable sourcing practices, meaning that their wild rice products are sourced from farms that follow the most eco-friendly and ethical farming techniques.
This trend is taking the market to a point where not only is a product nutritionally rich, but also it will support the preservation of the environment. The increasing presence of certifications like Fair Trade and organic farming indicates the growing role that sustainability plays in consumer choice.
The European wild rice market experienced moderate growth from 2020 to 2024, with a focus on healthier, plant-based foods. The COVID-19 pandemic initially disrupted the supply chain, but the market recovered in 2021 as consumers increased demand for sustainable and nutritious food options.
The demand for organic and ethical products increased significantly at this time; more consumers prioritized healthier ingredient options, such as wild rice. Looking ahead to 2025, it will be better because society continues to drift towards healthier lifestyle choices, driven by pressure from sustainability trends.
Manufacturers should invest more in innovative product forms, especially in the ready-to-eat segment. By 2035, the wild rice market should be larger as consumers become increasingly knowledgeable and aware of wild rice via a variety of retail and e-commerce establishments.
The European market for wild rice is fragmented, comprising a mix of large multinational companies and smaller regional brands. Major players in the European market include Riso Gallo S.p.A. and Tilda Ltd. The segment dominance stems from the wild rice offered by these players, which caters to diverse consumer groups.
The manufacturers are in a favorable position due to established supply chains, a strong brand presence, and a large production capacity. On the other hand, smaller niche players who focus on organic and sustainably sourced wild rice are also available in the market, such as Vercelli Rice and Marbour. The growth of small companies has been impacted by increased demand for products that highlight sustainability, quality, and the ethical sourcing of products.
The following table shows the estimated growth rates of the top four territories.
| Countries | CAGR (2025 to 2035) |
|---|---|
| UK | 5.1% |
| Germany | 6.6% |
| France | 8.1% |
| Italy | 8.8% |
The United Kingdom is the largest consumer of wild rice in Europe. The awareness of healthy eating and sustainable consumption among consumers makes the UK one of the largest markets for wild rice. The growing demand for gluten-free, high-protein, and high-nutrient intake leads to high wild rice intake, especially among the health-conscious food shoppers.
Producers such as Tilda Ltd., one of the leaders in the UK, have grasped this trend by offering several wild rice mixes tailored to different nutritional requirements, including gluten-free and organic options. With growing popularity in international and gourmet cuisines, wild rice has entered top-end restaurants and specialist food retailers.
Wild rice is becoming extremely popular, ranging from salad to soup to a side dish, due to its healthy nutritional value and versatility in cooking applications. Riso Scotti S.p.A. is one of the leading companies in the German market, focusing on wild rice blends that combine wild rice with other grains, such as quinoa, to cater to the trend of protein-rich, gluten-free meals.
Wild rice's growth in the mainstream supermarkets as well as the specialty organic stores contributes to the expansion of the market in Germany. This also means that consumers can gain access to more wild rice products because of their increased tendency to shop online.
| Segment | Value Share (2025) |
|---|---|
| Ready-to-eat (Product Type) | 55% |
Ready-to-eat represents the biggest portion in European wild rice in terms of products. A healthy demand for meal solutions and readiness that comes from increasing life requirements boosts demand for ready-to-eat wild rice.
Precooked and less complicated preparations characterize wild rice meals; ready-to-eat solutions offered by a firm such as Riso Gallo S.p.A. represent convenience with low preparation demands for end-consumers.
This trend is expected to continue growing further as more manufacturers will introduce innovative ready-to-eat blends that include wild rice blended with other healthy ingredients. Increasing adoption of ready-to-eat wild rice happens to be high in urban regions, where time-constrained consumers are opting for healthy fast-food alternatives.
| Segment | Value Share (2025) |
|---|---|
| Pouch (By Packaging Type) | 52% |
Pouch packaging has become the most popular form of packaging for wild rice in the European market. Consumers prefer pouches nowadays because they are convenient, portable, and environmentally friendly. Vercelli Rice and others have adopted pouch packaging for their wild rice products, which are often resealable, lightweight, and biodegradable.
Pouches are of interest to consumers who seek a convenient meal solution or those who prioritize eco-friendliness. The fact that wild rice can be packed into pouches without compromising its quality has significantly enhanced its popularity.
With the increasing demand for organic and ready-to-eat wild rice products, the use of pouches is likely to spread more, especially with the development of online shopping, where pouches have a longer shelf life and convenience.
The market for wild rice in Europe is competitive, featuring a mix of established and niche brands, both large and small. The most prominent players remain Riso Gallo S.p.A., Tilda Ltd., and Riso Scotti S.p.A., which hold a larger share in the market on account of a diversified portfolio of wild rice in numerous packaging formats.
Companies are paying attention to innovations and sustainability. Riso Gallo S.p.A. has recently introduced eco-friendly packaging solutions, such as biodegradable pouches, for its customers, which is gaining popularity due to the growing trend of eco-conscious consumers. Smaller brands like Marbour and Vercelli Rice capitalize on the niche market for organic and sustainably sourced wild rice, targeting a segment of consumers sensitive to quality, sustainability, and ethical sourcing.
By product type, the categories consist of Ready-to-eat Meals and Grains.
The product appears in a variety of packaging options, such as pouches, glass and plastic jars, boxes, and cartons.
The distribution channels for the product involve Hypermarkets/Supermarkets, Convenience Stores, Grocery Stores, and E-commerce.
Industry analysis has been carried out in key countries of Germany, UK. France, Italy, Spain, Belgium, Netherlands, Nordic, Hungary, Poland, Czechia and Rest of Europe.
The Europe Wild Rice Industry size is assessed to USD 95.4 million by 2025.
The Europe Wild Rice market is expected to rise at a CAGR of 7.3%.
Riso Gallo S.p.A., Ebro Foods S.A., Tilda Ltd., Riso Scotti S.p.A., Soufflet Alimentaire, Marbour, Vercelli Rice, S&B Herba Foods Ltd., Riso del Delta del Po, and Riso Vignola Giovanni S.p.A. are some of the prominent players in the industry.
Explore Grains, Pulses & Legumes Insights
Europe Wild Rice Market
Thank you!
You will receive an email from our Business Development Manager. Please be sure to check your SPAM/JUNK folder too.
